A four-home group in Yorkshire with good inspection outcomes and loyal staff. Occupancy was healthy but heavily weighted to local authority placements, and fee income was under pressure.
The challenge
The group had no marketing plan, a brochure-style website and an enquiry process that depended on whichever manager picked up the phone. Directors knew the homes deserved more self-funding families but did not know where to start.
What we found
- Mystery shopping showed a third of calls went to voicemail and were not returned
- The website did not mention fees, funding or what happened when needs changed
- Google Business Profiles were incomplete for three of the four homes
- No record of enquiry source or outcome existed
What we did
- Marketing Review and Action Plan, followed by the ongoing partnership
- Messaging framework and new website with per-home pages
- SEO and Google Business Profile programme
- Enquiry process, CRM and telephone and showround training
Results
Results are reported with timeframe and context. We do not publish figures without client approval.
Sally is endlessly enthusiastic and knowledgeable. Today, we're seeing a steady increase in occupancy each week.
AL, Director
What happens next
Photography refresh and a community PR programme are planned for the coming quarter.
One practical idea, every week
Written for owners, directors and marketers in care. Each edition gives you one thing to do that week, one example of it working and one question to ask your team. No spam. We're too busy filling empty beds.
Could your group be the next case study?
Tell us about your homes and occupancy mix. We will say plainly what we would do first.